Social Media

Social Media in Taiwan - 2023 Stats & Platform Trends

Last Updated: January 9, 2023
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Welcome! Here at OOSGA, we've combined insights from our partners across various markets and our own hands-on experience to bring you this brief. If you are interested in partnering with us on social media marketing & research within Taiwan, let us know!

Outlook

How does social media look like in Taiwan?

In Taiwan, where the internet and smartphone usage is high, it is not surprising that social media usage is also high, with approximately 90% of the population actively using one or more platforms. According to a study by the GWI, the average Taiwanese person has accounts on approximately 6.5 different social media platforms, including popular ones such as Facebook and Instagram, as well as local brands like PTT and Dcard.

In recent years, there have been trends in social media usage in Taiwan that may alter its meaning and use for the average Taiwanese. At the government level, there have been efforts to increase regulation of content on social media platforms due to concerns about Chinese government influence. On a smaller scale, there has been a trend towards greater integration between real-life events and social media activity, particularly in the realm of commerce. This has led to an increase in sellers using social media platforms for business, as Taiwan has previously lagged behind other countries in this area.

An interesting observation of how social media is used in Taiwan is the way that the public sector is utilizing social channels to connect with citizens. For example, the Minister of Health and Welfare and the Minister of Economic Affairs have both used social media to communicate with the public, particularly during the COVID-19 pandemic and when discussing policy decisions such as participation in the CPTPP and the lifting of import restrictions on controversial products.

Table of Contents
Internet Population|% of Population
Mobile cellular subscriptions|Per 100 Peopel

Demographics

How are users distributed in Taiwan?

Throughout 2022, on average there are about 21.5 million active social media users in Taiwan on a monthly basis with an annual growth rate of 8.4 % in 2021-22 . This represents about  89.4 % of the total population. These social media users on average spend about 2.07 hours on social media and each on average have accounts on 6.5 platforms.

% of Total Social Media Users|Note: Meta's figure as reference, 2022

Main Drivers Behind Using Social Media?

Source: Survey by GWI. Users in Taiwan that are aged 16-64 years old

What Kinds of Accounts Do Users Follow?

Source: Survey by GWI. Users in Taiwan that are aged 16-64 years old

The Platforms

What Kinds of Platform is Used in Taiwan?

Line has been the dominant social media platform in Taiwan since it overtook Facebook in 2018. While Facebook is still widely used by approximately 90% of Taiwanese people, younger users in Taiwan are increasingly gravitating towards trendsetting platforms such as TikTok, Xiaohongshu, and Dcard.

Although Line is a dominant social media platform in Taiwan, Instagram remains popular among millennials for posting and interacting with each other. Despite attempting to become a “superapp,” Line is mostly used as a chat app and its social features are not widely utilized.

It is uncertain which app will ultimately dominate the commerce aspect of social media in Taiwan. Meta-owned platforms with established commerce systems are attracting sellers, but traditional e-commerce platforms are still widely used in the country. Line has the potential to become a strong player in this area due to its large user base and the popularity of its payment service, Line Pay. The app has also integrated with many merchants, such as Starbucks and McDonald’s, which may give it an advantage over other platforms. However, it is still not an established social-commerce ecosystem that allows third-party sellers to easily join.

Most Used Platforms (% of Internet Users)|Note: 2022
Most Loved Platforms (% of Internet Users)|Note: 2022
Platform Figure (% of Population)|Source: OOSGA Analytics; eMarketer, Napoleon Cat, Facebook, ByteDance, Microsoft | Note: No LinkedIn Data Prior to 2019/8
Explore Social Media in Other Countries

Facebook Overview in Taiwan

With the latest data published in January 2023, we can see that at the growth rate of 1.05%, there is now around 21.51 million Facebook users in Taiwan . With male users account for around 47.32% and female users account for around 52.68%.

Facebook Users | Unit: a Thousand People
Facebook User Growth | % of Population
User Growth By Age | Unit: a Thousand People
As legal restriction, figure of 13-17 is often underestimated(underreported) and 18-24 is overestimated
User Growth By Age | Unit: % of its Associated Age Bracket
Number may exceed 100% as multi-accounts holders or fake accounts prevail in the country

Instagram Overview in Taiwan

With the latest data published in January 2023, we can see that at the growth rate of 1.16%, there is now around 10.87 million Instagram users in Taiwan . With male users account for around 44.96% and female users account for around 55.04%.

Instagram Users | Unit: a Thousand People
Instagram User Growth | % of Population
User Growth By Age | Unit: a Thousand People
As legal restriction, figure of 13-17 is often underestimated(underreported) and 18-24 is overestimated
User Growth By Age | Unit: % of its Associated Age Bracket
Number may exceed 100% as multi-accounts holders or fake accounts prevail in the country

TikTok Overview in Taiwan

With the latest data published in January 2023, we can see that at the growth rate of 1.65%, there is now around 5.2 million TikTok users in Taiwan . With male users account for around 0.488 and female users account for around 0.512.

TikTok Users | Unit: a Thousand People
TikTok User Growth | % of Population

LinkedIn Overview in Taiwan

With the latest data published in January 2023, we can see that at the growth rate of 1.06x, there is now around 2.93 million LinkedIn users in Taiwan.

LinkedIn Users | Unit: a Thousand People
User Growth By Age | Unit: a Thousand People

Reference

  • Internet & Cellular Subscription:World Bank, ITU
  • Currency Exchange: Based on IMF data in 2023/1
  • Demographics: UN Population Database
  • Social Media Behavior: GWI, Hootsuite 2022 Digital Report
  • Meta, LinkedIn Data: Napoleon Cat Stats
  • Data Calculation & Regression:OOSGA.org
  • Analysis:OOSGA Analytics
  • Note: The data for monthly platform usage and the data for the most frequently used platforms are sourced from different research, hence there may be discrepancies in the numbers as both are estimated rather than real figure.
Author: Consumer Research

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